Nursery Today April 2021

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APRIL 2021 ISSUE 7 VOLUME 24

Contributor 23 FanFinders

Re g ul a r s

In the last issue, FanFinders explored how parents’ shopping habits have changed a year into the pandemic. This month, they’re investigating how lifestyle attitudes have shifted.

p36

News 6 Shop 12 Talking r Profile 14 Retaile Products 13 & 45 New roducts

by P 46 The Ba Association

32 Barking Mad With independent retailers being able to re-open this month, Pramland’s John Barker is feeling both apprehensive and optimistic

34 Insights Family The Insights Family Founder & CEO Nick Richardson shares his views on digital influence on parents and parenting.

p42

the team

44 Online4Baby online4baby’s Managing Director, Christy Foster takes a look at life after Lockdown

Editor Penny Franks penny@lemapublishing.co.uk

Cover Story

Ad Manager

18 Ergobaby

Christine Contreras christine@lemapublishing.co.uk

Our cover hero this month is Ergobaby check out their latest product, the new Omni Breeze Baby Carrier.

Ad Manager Simon Davis simon@lemapublishing.co.uk

Features

Sales Assistant Marian McNamara marian@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

20 Carriers & Slings

p50

p24

24 Compact Folds 36 Bedside Cribs 42 Night Lights

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

www.nurserytoday.co.uk

p20

editor’s letter www.nurserytoday.co.uk Instagram: nurserytoday LinkedIn: Nursery Today

Small in size, big on features - check out compact folds on page 24

A

dates being cancelled and clearly I jumped the pril is the month for so much celebration. Finally, Nursery Stores gun slightly in my joy of being able to see everyone, but I’m keeping a positive head on were able to open in Scotland, that this will not be the case in October as I’m having gained ‘essential’ status on really missing meeting up with everyone in our the 5th April and in England and Wales non industry and running through product ranges essential stores, including nursery, opening on with demonstrations - it’s so hard to get a full the 12th with Northern Ireland being able to understanding of products that launch without resume a Click & Collect service - an being able to touch and feel so many nursery announcement is due to be made on the15th ranges (albeit in a more distanced manner April when we will find out if there any for safety). Yes, Zoom has changes to this.

From hearing been fantastic and brands From hearing from many really stepped up their independent retailers, it would from many online content, but it’s just appear that opening day was full independent not the same. of positivity across the UK for so With the vaccine many, with The Pram Shop/ retailers, it programme having gained Keddies Vicky Blankenstein who would appear so much momentum it does are based in Kirkcaldy, Scotland, look extremely probable that telling me that although their first that opening will have received day re-opening their doors was day was full of everyone vaccinations by the October definitely a relief, they are mindful positivity date, I personally can’t see of being a Covid safe space to how we can do much more minimise everyone’s risk moving across the UK to stay safe and gain back forward. “Reopening has brought for so many our independence and a so much positivity.” Said Vicky. level of normality? Covid I “Customers are happy, but relieved feel is here to stay (as is Influenza) and once that they are able to buy after testing and we vaccinated it is up to us as a society to act have found that they are very grateful for the responsibly and move forward. measures we have put in place to minimise \While on the subject of shows - although the traffic flow! We are so happy to have both Baby Show had to postpone the Birmingham stores reopen but continue to be mindful of everyone’s safety and we want to do our part NEC event due to the pandemic (new dates will be announced shortly), they have confirmed to ensure we don’t get locked down again.” that following the success of The Baby Show This sentiment appears to be echoed by many independent retailers across the UK. Turn Live @ Home, which is a virtual event which to page 12 where you you can read in a Talking attracts 1,000’s of expectant parents, will run again from 18th-20th June.

Shop special how a selection of Nursery Moving on, you will notice that our Cover Independents are currently feeling.

Hero this month is Ergobaby. This month they We also heard recently the announcement introduce you to their latest product, the Omni that the Harrogate Int. Nursery Fair are aiming Breeze baby carrier. Omni Breeze has been to finally be able to open their doors in October (17th-19th October 2021). Yes, I know I developed with breathability and airflow at it’s core to provide maximum comfort for both said this last month with regard to the June show and shortly after going to press the show baby and the wearer. You can check this 4

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product out by turning to page 18.

This month we also highlight a number of product categories including Baby Carriers & Slings (page 20), the ever growing world of Compact Folds commencing from page 24, Bedside Cribs which are fast becoming a staple nursery product starting on page 36 and finally Night Lights on page 42.

Our contributors have also taken the time to write engaging content, with Pramland’s John Barker feeling both apprehensive and optimistic on re-opening and shares his thoughts over on page 32 and online4baby’s Christy Foster taking a look at life after lockdown (page 44).

FanFinders last month explored how parents’ shopping habits changed a year into the pandemic and this month (page 23) they’re investigating how lifestyle attitudes have also shifted.

Finally, everyone here at Nursery Today wishes you all every success and hopefully the sound of happy tills for retailers.

Looking for carriers or slings? We’ve got it covered over on page 20

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news

Sponsored by

Chris Armstrong

Gill Pedley

CuddleCo team goes from strength

Max Zaporozhets

Bill Robinson

Anex begins to form its team in the UK Anex Baby is proud to introduce their new sales managers in the UK with the appointment of Bill Robinson and Max Zaporozhets.

Max said: “I am joyful to be a part of Anex at such an important time of its development.

“The opportunity to share the brand’s new products in the UK within the retail sector is extremely exciting.”

CEO of Anex, said: “Max and Bill already play key roles in the development of existing business, and I am confident that their fresh approach will help us to achieve our goals!”

Max can be contacted at: uk@anexbaby.com +447939821968

Bill can be contacted at: w.robinson@anexbaby.com +447948800942

Kobryner Ltd - International Business

Development strategies and implementation

to strength

Familiar nursery industry names, Chris Armstrong and Gill Pedley join CuddleCo to strengthen the team.

Chris, who is known from his previous role at Allison Baby (Joie/Nuna) is the new Sales Director, with Gill, who is known to many in our industry is excited to be back within the fold of our beloved industry, becoming their newly appointed Sales Executive.

CuddleCo’s Managing Director, Marc Kelly is thrilled by this great appointment stating. “We are delighted that Chris has joined us to head our sales division, Cuddleco has grown rapidly over the last 24 months and our investment has been significant into our nursery business and team. We have our own 30,000 pallet distribution centre from which we manage and distribute our significant portfolio of brands and products ranging from Doona, Troll Nursery Furniture, Cuddleco Nursery Furniture & Mattresses, Mother&Baby licensed Mattresses and Nursing Support Pillows, not forgetting an extensive range of the much loved Childhome collection. Both Chris and Gill will prove a huge asset to ensure we continue with our current growth.”

Bringing over 14 years of Nursery Industry knowledge and experience, Chris joins in a period of rapid expansion and strong growth plans. Gill, who has worked in the Nursery Industry for many years is delighted to be back in the fold. Gill has worked on both sides of the fence within our industry and understands what retailers expect and need on a daily/weekly basis.

www.cuddleco.co.uk

Services: ❍ Business Strategy and Implementation ❍ Sales and Marketing ❍ Mentoring and sales teams Coaching ❍ Sales agencies in selected markets Daniel Kobryner: ❍ Experience +20 years developing from scratch/growing international B2B distribution and sales of prestigious Nursery and Toy brands ❍ Previous top brands represented : Dutailier, Britax-Römer, Kiddy, iCandy, Prince Lionheart, Bumbo, TOMY, Boon, Lamaze, Trunki ❍ Geographical area: business development into various EMEA (Europe/Middle East/Africa) markets including the UK and Ireland ❍ Extensive knowledge of the European Nursery market and local business cultures ❍ Distribution: multi-channel distribution environment including distributors, national accounts, chains of shops, buying groups, independent and online nursery retailers ❍ Multilingual: French national having worked and lived in France, Germany, Belgium and the U.K) and speaking 6 foreign languages. ❍ Enthusiastic, dynamic, positive, sales driven and hands-on, enjoying working with people sharing the same passion for International Business Development To discuss the full range of services, please contact Daniel on: Tel: +44 (0)7964 546125 | Email dkobryner@tiscali.co.uk

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There Is No Planet B ClevaMama Mean Business About Becoming Climate Positive Award winning, innovative baby products company, ClevaMama are delighted to announce their commitment to becoming climate positive. By adopting a ‘reduce, reuse, recycle & sustain’ approach across all aspects of the business, from packaging, to product materials and even offsetting the carbon footprint of our workforce.

Initiatives taken so far have been: 76% reduction in single use plastic packaging with a target of 94% by 2023.

58% of packaging becoming reusable, with more to come.

54% of fibres used in products now fully sustainable In only 3 months, ClevaMama have already planted 1000 trees and removed 50 tonnes of C02 from the atmosphere under the Ecologi initiative.

And there’s so much more to come with targets already being set for the years ahead.

For more information, please visit www.clevamama.com/pages/climate-positive .

Or Contact us: info@clevamama.com | 00 353 1 8770724

Hudson Group 1/2/3 is now award winning The Hudson received the silver award from Bizzibaby with 14 out of 15 stars.

The Hudson is one of Cozy N Safe’s bestselling models, effortlessly combining style and safety. A faux leather finish and 5 point integral harness that can be used up to 25kg are just two reasons why this car seat stands above others in this price range.

www.cozynsafe.com

Tonies gains support from Babylicious After reading an appeal on a Facebook page for a Toniebox for Yorkshire’s Brain Tumour Charity, Babylicious Independent nursery store wanted to help.

Kirsty Redshaw, a Play Therapist on the Yorkshire and Leeds General infirmary Paediatric Neurosciences ward appealed for a Toniebox and Tonies for the children on the ward to interact and play with during their treatments.

Ian, owner of Babylicious store, Wirral says, “We saw Kirsty‘s post and wanted to help as much as we could to try to make life a little happier for these children. As a small family run pram and nursery store trading for over 30 years we felt that, in the same situation we would love someone to offer some help to make our little ones lives a little pleasanter during a hospital stay. We reached out to Tonies and they were impressed by the incredible support and generosity from Babylicious and the Tonies community on Facebook to York Paediatric Hospital.”

Please contact enquiries@babylicious.com to donate Tonie figures to York Paediatric Hospital. www.babylicious.org

Cybex launches biggest UK store at Glasgow Pram Centre Part of the store’s six figure refurbishment investment, the new look space has been designed as a retail destination where parents and young families can experience the Cybex brand. With a floor space of 175 sq. metres, Cybex’s stunning new side by side shop took six weeks to complete and has completely transformed the store’s under-utilised warehouse.

Showcasing Cybex’s Platinum and Gold collections, the dedicated space incorporates three areas highlighting the stylish strollers, car seats and latest beautifully crafted fashion designs. With relaxing consultation areas and expert advice on hand from in store consultants, new parents will have the opportunity to try out the products, deciding on the best fit for their lifestyle.

Commenting on the launch, Luke Burns, UK GM at CYBEX said: “We’re thrilled to be launching our CYBEX space at Glasgow Pram Centre, strengthening our long-standing relationship with the store. It’s an important time for retail as stores start to reopen post lockdown and a wise investment for our brand to have this dedicated high street presence.”

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news

Sponsored by

The Baby Show NEC postponed

In response to the recent Government directives regarding events and the road map out of the ongoing Covid-19 pandemic, The Baby Show NEC with Lidl will be postponed. Discussions are being held with the Birmingham NEC, and a new dateline will be released shortly.

The safety of the show’s exhibitors, attendees, staff and suppliers is at the forefront of this decision, which had been made in light of both governmental direction and general public health advice.

Following the success of The Baby Show Live @ Home, a virtual event will run from 18th – 20th Jun. This will be the next event to take place, offering three days of shopping, exclusive product launches, expert advice, giveaways and more.

Attracting 60,000 expectant and new parents across its three online events, The Baby Show Live @ Home has become an integral part of The Baby Show event series. 2021 brings exciting plans to develop the show’s features and enhance the event experience for both exhibitors and visitors.

Catherine Thake, Show Director of The Baby Show says “As a team, we are truly disappointed that we’re unable to run our NEC event in June.

However, we cannot wait to give baby and parenting brands another opportunity to connect with parents-to-be and new parents. We will continue to evolve The Baby Show Live @ Home event platform to create an unmissable experience and give our visitors everything they need to feel empowered on their parenting journey.”

Jenny Brooks joins the

Online4baby team Online4baby have appointed Jenny Brooks as Senior Buyer to help build on a record year where the business experienced an increase in sales of over 130% YOY. Jenny has 12 years’ experience in the nursery industry including time at Clair De lune and Shop Direct (Very Group) where she has worked developing and buying branded and own brand products across all areas of the nursery sector with a focus on online retail.

Jenny said “It’s great to be joining Online4baby at such an exciting time. Their rate of growth over the last few years, considering the market conditions, has been phenomenal and I’m looking forward to using my experience to help continue this and take the business to the next level. Christy and the team have a great business model and a real drive to push the company forward. I’m excited to be working with a great team and supply base. I’m looking forward to growing both the branded and own brand business within Online4baby.

Christy Foster, MD said “Jenny brings with her a wealth of experience in the nursery sector and we’re delighted she’s joined us to strengthen our buying team at such a key time for the business. Although we’ve had a couple of fantastic years as a business, we still have aggressive growth targets for this year and beyond. Bringing in people with the right experience and knowledge will be key to driving the business forward.

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New website

for Nuna

Nuna has unveiled its new look website.

Stylish and simple to use, the new website is designed to make product information and advice easily accessible for parents, who can explore the entire range of new and existing products – from car seats and pushchairs to travel, at home products and accessories.

With further information on everything from Nuna’s heritage and award wins to the brand’s safety and quality standards – everything about the new website encompasses Nuna’s brand ethos to create an immersive brand experience with parents needs in mind.

www.nunababy.com

Cozy N Safe

appoints new Global Sales and Marketing Manager Cozy N Safe continue to grow its team in the UK with the appointment of Andrew Nicholas as Global Sales and Marketing Manager Andy said “I am delighted to have joined the Cozy N Safe family at this exciting time in our journey. We are expanding our range this year with 8 new products including our brand new i-Size range and are selling in more countries worldwide than ever before. I am looking forward to getting stuck in and driving new business forward and raising the Cozy N Safe Brand.”

Harry Jhamat, Director at Cozy N Safe said “Andy has instantly became a vital asset to the Cozy N Safe family and is already helping our current retailers both in the UK and globally raising our brand and is helping make 2021 our best year ever!” Contact Andy at andrew@cozynsafe.com

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Multiple award winning

5 star rated by parents

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Recommended d by experts

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DžDžDžɍēūēēŕɍČūŞ For more information about doddl please contact Tim Dowds: Tim@doddl.com Follow us on social @doddl

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Interview Doddl

Celebrity favourite, doddl, relaunches brand If you’re an Instagram scroller, you’ll have seen celebrities such as Joe Wicks, Gemma Atkinson, Deliciously Ella and Lucy Mecklenburgh using doddl cutlery to help their little ones at mealtimes.

Nursery Today caught up with Tim Dowds, doddl’s Head of Sales to talk celebrity customers, a new brand and significant growth plans for the business.

For anyone that hasn’t heard about doddl – how would you describe the business and the range?

Our cutlery range is designed to make mealtimes easier and more enjoyable for little ones, with the added benefit of enhancing motor skills - like the pincer grip and dexterity. Our current range includes baby cutlery aimed at babies from 6+ months and kids’ cutlery suitable for 12months-5+ years. We want to help children get the most out of mealtimes. It’s a massive social and physical development opportunity for them, and taking away the challenges of cutlery that is difficult for them to use is a big step in the right direction. doddl also makes it easy for children to transition to adult cutlery when they are ready, so it really is the only cutlery they will ever need.

How did doddl begin?

Our founder Cat, who is a mum of 3, invented doddl on the back of mealtime frustrations with her own kids. Having had the idea, Cat then worked with child development experts to create the first range of innovative children’s cutlery. doddl is now recommended by a variety of experts from feeding specialists, occupational therapists and nutritionists and has won multiple awards, although the most important accolade for us comes from parents who rate doddl as a 5 star product.

How was 2020 for doddl?

Irrespective of Covid, 2020 was always going to be a big year for us - we took investment at the end of 2019 from

Our ‘outrageous ambition’ is for every child to have the opportunity to use doddl products at mealtimes, whether at home, in a nursery, in a hotel or restaurant.

some very experienced investors - Alex Chesterman (Love Film, Zoopla and Cazoo), Simon Franks (Love Film, Redbus) and Gloria Monfrini (Uber, Redbus). It gave us the opportunity, with them, to look at our brand and marketing and really develop our B2C base.

Then, because of the pandemic, families had a lot more time together – including mealtimes - which made parents more aware of the challenges their little ones faced, and they sought out the solution that doddl offers. The significant growth in the UK and internationally was fantastic, but it did put pressure on stock at a time when we were already reorganising our manufacturing process ready for growth.

What has been your most effective marketing strategy so far?

Social is a massive platform for us – especially micro influencers and doddl customers - parent’s recommendations give us a huge amount of credibility. doddl is the kind of product that once you experience it, you wonder how you ever lived without it and because parents share their experiences with other parents, It is the ‘snowball rolling down the hill’ effect. The more parents experience it, the more they share and on it goes.! We also gained significant visibility thanks to our celebrity customers, we didn’t pay for any of the coverage, they chose

doddl and they chose to share it – that definitely helped with our profile.

What is new for 2021?

We’re running hard at 2021 – we have our 3 new colours Aqua, Indigo and Magenta, the doddl brand has a fresh look, we have new -and more eco-friendly – packaging and a new website, which has massively improved our customer experience. For us, the colours and brand have caught up with the premium nature of the product and the overall doddl experience. It’s hugely exciting – the UK continues to grow; Japan and Taiwan will achieve significant growth and we’ll soon be launching into China and the US. That, alongside the launch of another doddl product in early summer will kick us on to another level over the next 12-24 months.

What is the ultimate aim for doddl?

Our ‘outrageous ambition’ is for every child to have the opportunity to use doddl products at mealtimes, whether at home, in a nursery, in a hotel or restaurant. That means building the brand, making doddl increasingly accessible online and through key retail partners in the UK and internationally – with our new brand, our reputation and extremely high-quality product we absolutely believe this is achievable. nursery today

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talking shop Baby Barn safely celebrating with customers in-store.

Ian Davidson ensures everything is ship shape for re-opening

First customer of the day happily browses products in safety.

Nursery Stores Open Their Doors After a long wait, independent Nursery Stores successfully re-opened their doors on Monday 12th April.

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ith all the recent lockdown restrictions independent nursery stores were delighted to finally be able to re-open their doors and were eager to welcome customers back in-store and be able to safely demonstrate the many great products on display behind their store doors.

Susan O’Rouke of Ann’s Prams told Nursery Today: “We were so happy to be reopening and let’s hope we stay open this time and people are sensible, follow the Covid rules and stay safe.”

Over at Huggle, the team were enthusiastic and excited about finally being able to re-open with Jason Heller stating: “Our team have been really excited to get back into store today and do what they know best - we’ve had a really positive reaction from customers and have had appointments booked for most of the day.

“We’re all keeping our fingers crossed that we can keep up the momentum over the coming weeks and that everyone’s hard work getting the store reopens translates into sales.”

Babylicious’s Ian Davidson stated: “After an initial anxiety moment on the prospect of re-opening, I felt excited to finally meet my wonderful customers in a safe and secure environrment. Although opening day felt like an average Monday, I feel moving forwards there is so much positivity and lots of people have already pre-booked to come and visit Babylicious and all the wonders that our store has to offer expectant mothers and their families.

“People are taking advantage already of the promotional activity that has been supplied by our suppliers. May these type of promotions continue in the future as I feel they are a great way to drive consumers back to store.”

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Sugar Plum Pram & Nursery: Customers can enjoy a personal shopping experience knowing they are in a safe, controlled environment.

Annette’s Pram Shop: First customer of the day taking a stroll around the store with Venicci!

Kiddies Kingdom: The team are ready and excited to welcome visitors in-store.

These sentiments have been echoed by so many nursery indies and Baby Birds Molly Francis Coleman told Nursery Today: “It’s so lovely to have our doors open again and customers back in store. We have missed the face to face interaction. Now we’ve brushed off the dust on our product stands, we’re looking forward to welcoming reps back in too. Let’s all keep our fingers crossed for a post-covid baby boom!”

Kiddies Kingdom were also delighted at the prospect of finally being able to open to customers once more with their Managing Director, Mohammed Patel telling us: “Both myself and the staff at Kiddies Kingdom were delighted to be reopening our doors this week and look forward to having face-to-face interaction with our customers once again.

“Although we have seen a surge in online orders over the lockdown period, we are aware of the need to touch and feel products, and have put changes in place to make this an enjoyable and safe shopping experience for all.”

Over at Natural Baby Shower there was a great buzz and positivity on finally being able to open their doors. with Store Manager Esma Tirla commenting: ”We were all super excited to be able to open our doors once again and finally see our customers face to face. We have been busy during lockdown renovating, extending and updating the store so we can’t wait to show it off! We’ve had a really positive reaction from customers and it’s brilliant to have the store team back doing what they do best.”

Of course, it’s not just in England where we are seeing a raft of happiness among retailers, with Scotland having been the first in the UK to be able to re-open. Sugar Plum Pram & Nursery’s Claire Petrie commented: “We are now in our second week of being open in Scotland and it’s been a very welcome step forward for retailers and customers alike.

“I am operating by appointment only and it is working really well. Customers are enjoying a personal shopping experience knowing they are in a safe, controlled environment. They feel more relaxed knowing they have the store to themselves and feel no pressure when they need assistance.

“For me it’s great being able to dedicate the time to customers, chatting with them and not dash about between customers.”

Here’s to a successful remainder of 2021 - with tills ringing across the UK for all.

Ann’s Prams are happy to be reopening and hoping to stay open this time with people being sensible and following the Covid rules to stay safe.

huggle: Visitors to the store enjoy running through the ranges in Covid Safe style.

Listers: Safety - a priority for all at Listers.

Natural Baby Shower were excited to show the array of products on display in-store to customers.

Baby Boutique: Ready to celebrate re-opening in style.

retail

DIRECT 4 BABY

Lancashire to

David Ball

Liverpool!

This month Nursery Today had the pleasure to talk to Direct 4 Baby’s Managing Director David Ball about their journey since first opening their doors, how they have altered their business model during the pandemic and future plans with the opening of their new showroom in Liverpool. thorough after sales service. We talk to our Without a customers to find out how they know about us, doubt what they like and we are pleased to hear that customers many have come to us because they have been recommended by others or they have read the have altered Direct 4 Baby was established in 2013. We are a the way they many excellent reviews we have received. friendly family business with over 15 years experience in the nursery industry. We’re an shop.

What type of floor space do omni-channel retailer, focused on growing steadily you operate from and how Naturally, they and sustainably with customer service at the do you manage this? have had to forefront of everything we do. become more Our Lancashire showroom (appox. 2,000 sqft) was extended in 2020 due to the increased footfall we How have you positioned confident have experienced in the last few years. We operate yourself as a destination store about over two floors with nursery furniture on the for parents in your area? second floor and prams and car seats on the spending Our Lancashire store has a unique catchment area floor. The expansion has given us the online and I’m ground in the North West and is easily accessible, with opportunity to really fine tune the products we customers travelling to us from local areas and sure this has have out on the floor whilst still providing our further afield. Our experienced team, many of been seen customers with an extensive choice from all the whom have been with us since day one, provide a leading brands. across every knowledgeable, friendly, one to one service to Our showroom benefits from being attached to industry. each of our customers which is followed up with a our warehouse and offices. This means that as well

Tell us a little about Direct4Baby - how long has this business been established?

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as our dedicated showroom sales manager and assistants, the whole team is on hand and we are able to maintain really good stock levels for the showroom - customers can pretty much choose any product and take it with them the same day and we feel this is a great USP! We also have a customer car park and a car seat fitting service which we have found our customers really value.

How important is customer service to your business and how do you manage consumer expectations?

Customer services is our number one priority and we feel this is the backbone of any successful business. We utilise bespoke CRM software to ensure we can keep our customers up to date and since the beginning of this year we now offer seven day support and we will continue to monitor, measure, improve and evolve in this area.

With the current pandemic, how are you operating?

The Covid-19 outbreak has certainly challenged the way we operate. Many of our team are working at home and have been provided with new remote working systems. The showroom has been altered to allow for social distancing and to ensure we are Covid-Safe. We have provided customers with personal video and zoom appointments to enable us to advise and provide product demonstrations whilst our showroom has been closed. We also offer click and collect services and encourage customers to book appointments (and have added a new feature on our website to allow them to book remotely). Our staff are regularly tested for Covid-19 and we have also registered for workplace testing.

Has the recent disruption to retail had any diverse effect on your business?

Yes, the recent disruption has affected our business, both positively and negatively.

The doors closing to retail significantly reduced our showroom sales as we receive a nice steady flow of customers to our store. However we sell on multiple channels so we were able to re-coup some of the sales elsewhere as many customers were propelled to purchase online.

Are there any aspects of your business that you have altered during lockdown that you will continue with once open?

Working from home for some members of our team will continue in part as we feel some staff work exceptionally well without the day to day distraction of a busy office. We have found this has given some of our team members a real focus and this has been a real revelation in terms of output and productivity!

Do you feel that your customers have altered the way they shop and if so, do you feel this is a sign of the future?

Without a doubt customers have altered the way they shop. Naturally, they have had to become more confident about spending online and I’m sure this has been seen across every industry. They also expect the service that comes with that - they want live information on stock positions, delivery dates, dispatch dates, etc. However, prams, car seats and nursery furniture are some of the most important purchases for any new parent and our feedback has consistently been that it is something they want to see, test, touch and feel before purchasing (especially first time parents), so we are confident that customers will be excited to return to stores as soon as they can!

Are your customers looking for a priceWith the good news that matching service from non-essential stores can you? re-open on 12th April, Yes! Many customers actively look for a good do you feel ready to deal and shop around trying to obtain welcome customers additional discounts. Whilst this can be back in-store? frustrating for us, due to our desire to maintain Absolutely! We cannot wait to welcome customers back in store. We love that personal connection at Direct 4 Baby. We really love engaging with our customers, chatting and laughing with them, helping those nervous first time parents feeling confident about their purchase. Above all, we just enjoy the buzz and bespoke service that only face to face retail offers.

RRPs, we understand it’s well within their rights to do so. We certainly don’t embrace it and will do everything we can to add value in other areas rather than discounting!

Are you active on Social Media - how important is this for your business?

We’re very committed to social media platforms nursery today 15 11

retail

DIRECT 4 BABY

and see it as an extremely important area of focus for our business. We are not as active as the fabulous Newbie and Me, but feel this is something we’re definitely trying to improve on and continuously evolve and move with the times. Like it or not, it is how consumers see products. People are using their smartphones more and more in all aspects of their daily life. It’s where the world is at and we need to embrace it and not get left behind!

Since opening Direct 4 Baby, what has been your largest challenge?

Our biggest challenge has been sustainability. It would be easy for any business to grow if you simply throw money at it and we have seen this in this industry, many competitors come and go. We’ve built our business from humble beginnings and have grown steadily and organically over the past seven years with a primary focus on looking after both our staff and customers alike. We’re in it for the long haul, we are not scared of change and we invest huge amounts of time on growing our business, seeing where we can improve and consistently evaluating and evolving what we do - from our website, to our systems, to our new top secret project (read on)!

And what has been your largest success?

I would have to say our largest success is our valued team. We genuinely could not do this without them and they are the backbone of Direct 4 Baby. They help us to see opportunities, help us to deliver our promises and have helped us to grow significantly in every area.

You have a strong website how important is this to your business?

Our website is something we’re incredibly proud of.

In eight years, we’ve used four different platforms, all requiring a vast amount of time and investment, but we’ve finally got it right. It’s hugely important to our business as it is essentially our shopfront, which needs to deliver on both functionality and design.

What about other social media platforms, do you operate across these also?

Yes! In addition to our website and our blog, we operate on Facebook, Instagram, Youtube and Pinterest.

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We’ve built our business from humble beginnings and have grown steadily and organically over the past seven years with a primary focus on looking after both our staff and customers alike.

Do you feel that your customers are better informed as to which products they need?

Are you currently receiving adequate support from your suppliers, or is there more they could offer you?

Our sales team are all experienced and are well trained to deliver assistance in this area. Similarly, our website provides extensive information on product listings including product demonstrations and videos, where possible. We have created a Direct 4 Baby product check list designed to take the stress away from parents-to-be by ensuring they have a list of everything they might need prior to their baby’s arrival.

The support from UK suppliers can vary hugely and we really value and appreciate those that work closely with us. Some (such as Silver Cross) work tirelessly to ensure all the independents such as ourselves are kept up to speed with launches, product information, stock updates and marketing support and this assistance is always gratefully received!

What about car seats. Are your customers well informed with regard to current car seat legislation and the various seats available or do you feel more could be done to drive awareness?

If customers are willing to invest their time to research, then there is enough information online to enable them to come to us well informed. However, we see that part of our responsibility is to provide this information to them in a friendly and easy to follow way. We do this in person and via blogs and product information on our website. We ensure that our entire sales team are car seat manufacturer trained. Generally, we inform them of the i-Size and R44 regulations, their legal requirements and then provide product demonstrations so that they can make an informed decision on how to choose a car seat and enable them to travel safely with babies and children. We believe that safety is key and therefore we feel there can and should always be more done to drive awareness.

Are your customers brand focused and if so, why are brand names so important to your business?

We think today’s customer is heavily brand focused, especially in the nursery industry as parents are looking for trending products they can trust and rely on for their babies and children. We have amazing brands like Cybex with their innovation, Silver Cross and Maxi-cosi with their strong reputation and history and continued array of top products, iCandy, egg and Oyster leading the way in style and design… and these are just to name a few! We’re very privileged to have such a variety of quality brands that we can feel confident in selling!

Do you feel we have sufficient innovation and new product launches within our industry?

Yes, certainly the last 5 - 10 years has been an exciting time in our industry. It is a shame that the infamous trade shows in Harrogate and Cologne were cancelled. We really look forward to meeting again in person with our suppliers and others in the industry very soon!

Finally, are there any exciting plans on the horizon that you would like to share with Nursery Today retailers?

Yes, there certainly is!

Direct 4 Baby are proud to announce a new strategic hub/showroom located in Aintree, Liverpool! Following Mothercare’s closure we saw an opportunity to provide a new type of buying experience in the area.

A large proportion of our business can be attributed to online sales, but we hugely value our face to face sales and interaction with our customers. Many retailers are moving from bricks to clicks, but we believe that the need to offer the two is the key to our success.

Our vision is to become one of the UK’s most successful and trusted independent nursery retailers. As part of our sustainable growth strategy, we have created a new click and collect hub in Liverpool along with a truly unique ‘Smart Showroom’, to cater for the rise of the savvy shopper! We really want to keep our customers excited and engaged, so we have chosen to move away from a standard nursery store with uniformed manufacturer displays and offer a truly unique buying experience.

We’re hugely proud of this venture and look forward to opening very soon!

Made to evolve with you

Convenient & quick one-hand rotation

i-Size

360 Family Pebble 360 + FamilyFix 360

maxi-cosi.co.uk

Pearl 360 + FamilyFix 360

The next generation rotating car seat system designed to carry babies from newborn up to 4 years old. The compatible 360° car seats are so easy to rotate, it can even be done one-handed.

cover story Ergobaby

Ergobaby Launch NEW Omni Breeze The new Omni Breeze baby carrier is the latest product to fulfil Ergobaby’s commitment to supporting families with comfortable and innovative solutions in the joys and jobs of parenting.

Breathability Breathability and airflow are paramount to consumers when choosing a carrier. Important for both keeping cool in warm weather, and to prevent overheating under layers in the winter, one in three parents rank “breathable” in their top three valued benefits of a baby carrier.

Designed to be the most breathable carrier on the market, the new Omni Breeze baby carrier provides parents with maximum air flow and maximum comfort.

Over 90% of the carrier is made from Soft Tech Mesh that gives both baby and wearer maximum breathability. Superior air flow is achieved through the fabric’s innovative diamond shape

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Over 90% of the carrier is made from Soft Tech Mesh that gives both baby and wearer maximum breathability.

comprising an outer ridge which supports a large air pocket and an inner micro mesh which enables quick and easy air flow.

This design also maintains a lowprofile, streamlined look and creates a soft, flexible and comfortable feel. The lack of bulky padding allows baby and wearer to feel closer than ever and helps parents to see and feel that their child is being carried in the correct position even more easily.

Comfort Comfort is the number one stated importance and second highest

motivating power for parents meaning retailers should ensure they are conveying these benefits to customers.

The Omni Breeze lives up to Ergobaby’s reputation on this score. Padded, crossable shoulder straps are not only comfy to wear but allow easy adjustment between parents of different shapes and sizes, whilst the vented lumbar support waistbelt helps spread baby’s weight comfortably and evenly, relieving pressure on wearers’ shoulders.

To keep babies happy, a padded head and neck support pillow cushions baby’s head, and chest tabs cradle newborns for a closer, custom fit.

Ergonomics As awareness around conditions such as Developmental Hip Dysplasia grow, more and more parents are insisting on carriers that support baby ergonomically to ensure proper development. Like every product in the Ergobaby range, the Omni Breeze is ergonomic for both parent and baby, supporting baby in a hip-healthy “M” shape position, at all stages and in all positions, including outward-facing.

All-In-One Like all carriers in the Omni range, the Omni Breeze is suitable from birth (7lbs/3.2kg), without the need for an infant insert, all the way up to 45lbs/20kg, which babies typically reach at around four years old, and offers all four carry positions (front inward facing, front outward facing, hip carry and back carry), making it the ultimate all-in-one carrier.

Convenience The Omni Breeze is simple to use with a number of premium and innovative features making parents and carers’ lives easier:

known for years, the quality of Ergobaby carriers mean that they can still be relied upon even after years of use. A baby carrier that has experienced a lot, and endured even more, becomes an heirloom, carrying each family baby when their time comes.

Designed for Life To introduce the new design, Ergobaby are launching the multi-touchpoint “Designed for Life” campaign which explores the countless ways in which the Omni Breeze carrier opens the door to discovery and bonding. Miniature “portraits” of a day in the life of an Omni Breeze parent shows consumers how the next level of breathability and support will allow their family to embrace the adventures of everyday life with ease and enthusiasm.

“Designed for Life” is the mechanics of airflow, it’s about parents introducing their little one to the things that bring them joy; about sharing their world and walking through those precious first years cuddled up close. Assets available on request.

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High-tech sliders allow for easy switching from inward to outward facing (and back again)

The Rest of the Ergobaby Range

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Reflective stripes offer extra safety and security

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Cleverly designed side pockets and removable pouch make organised storage easy

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A tuck-away hood gives breast/ chestfeeding parents privacy, and baby weather protection

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Dummy clip loops mean baby’s dummy or favourite friend can be attached to the carrier to prevent loss

The Ergobaby Omni Breeze joins a wide range of wraps and carriers that suit different parents’ needs across all ages and stages of development, along with a full complement of accessories. As well as baby carriers, Ergobaby also offer a range of sleep products suitable from newborn to eighteen months, change bags, nursing pillows, doll carriers for slightly older children, and the NEW Metro+ Compact Stroller, available now. Their products fit into families’ daily lives seamlessly, comfortably and safely; talk to your account managers today to find out more.

The ErgoPromise Durability and longevity are in the top five in stated importance for UK parents when considering which baby carrier to purchase. The Ergobaby OMNI Breeze Baby Carrier also comes with the brand’s 10-year guarantee, sending a clear message to parents all over the world that as their families grow, Ergobaby products will be there every step of the way. The ErgoPromise formalises what parents have

As awareness around conditions such as Developmental Hip Dysplasia grow, more and more parents are insisting on carriers that support baby ergonomically to ensure proper development.

AAU US Carriers 2018

Contact Details:

Ergobaby Brand Tracker 2020

For further information email: service@ergobaby.co.uk or account managers: North - Ali Bentley abentley@ergobaby.co.uk 07852 154 342

Ergobaby Brand Tracker 2020

South - Niki Lawrence nlawrence@ergobaby.co.uk 07494 812 887 nursery today

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focus CARRIERS BEDSIDE CRIBS

Feel the embrace Ergobaby’s Embrace has been specifically designed to keep newborns close.

The Ergobaby Embrace combines the softness of a baby wrap with the ergonomic comfort of Ergobaby’s awardwinning carriers.

Renegotiating the question of ‘wrap or carrier?’ with its distinctive design, the Embrace is able to carry babies from 3.2kg to 11.3kg (7lbs – 25lbs), whilst weighing just 480g itself and being able to compactly fold for easy storage. The spreadable shoulder strap option keeps the soft and stretchy Oeko-Tex Standard 100 Certified fabric taught around baby’s neck for a snug fit, while the padded head and neck support cradles the newborn’s head.

www.ergobaby.co.uk

The carrying

kind

Baby carriers and slings have continued to show a growth, perhaps more since the pandemic. There are many benefits to using a baby carrier, sling or wrap, with a main focus on lifestyle as these give parents the freedom of movement with their little one when a pushchair or pram may not be ideal.

There are differences between baby carriers, wraps and slings and the number of styles and sizes can be overwhelming for the consumer and this is a category where a good independent nursery retailer can really excel and demonstrate products and offer solid guidance to customers.

Here we highlight a number of options that are available to order now from some of the leading brands in this product category.

Easy wear system The Boppy ComfyFit Carrier from Chicco encourages parent and baby bonding through a safe and secure, ready to use baby carrier that offers both parent-facing and outward facing positions.

The unique design provides an easy way for parents to keep their little one close by, providing a bridge between a wrap and semi-rigid carrier. The Boppy ComfyFit can be adjusted to suit baby and parent, and is approved by the International Hip Dysplasia Institute as a “hip healthy” product for further peace of mind. The stylish carrier offers an ‘Easy Wear System’ meaning parents can simply click, strap and tie the carrier into place. To protect baby at all times, the central section, head and back support are padded for maximum comfort, guaranteeing a correct carrying position. The carrier is suitable for newborns of at least 3.5kg up to babies up to 15kg.

www.chicco.co.uk 20

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Healthy way to carry The YEMA from Cybex has been ergonomically designed for healthy development.

Promoting healthy development whilst making a bold statement, the YEMA baby carrier from CYBEX creates the perfect connection between parent and child. Thanks to its seamless adjustable seatpanel and headrest, the baby carrier grows with your child and is suitable from birth to two years (approx. 3.5kg - 15kg).

The YEMA’s ergonomic design means it features three carrying positions – front parent facing, hip carry and back carry positions, providing unlimited mobility. Whilst the comfortable padded shoulder straps with optional cross or parallel function and soft waistbelt with security belt give lasting comfort and back support. The YEMA is available in gorgeous colours and materials including the stunning fashion collections.

www.cybex-online.com

Coffee Break Nursery Today takes a break to chat with Ergobaby’s UK and Ireland Marketing Manager Holly Brewer to find out what’s currently trending in the carriers/sling product sector.

Snazzy features

Introducing the new award-winning Ara Carrier by Red Kite.

This snazz y Carrier features a whole host of positi ons for you and your baby to provide the comfort and style you both need.

Whether being facing the world ahead, nestled into you falling asleep on your chest or just wanting to watch the world pass by behind you, this carrier has it all.

With wide padded shoulder and waist straps to help you on your way. It’s time to strap up and embrace... The Ara Carrier!

www.redkitebaby.co.uk

Do you feel we are currently experiencing an increase in popularity in the use of carriers/slings?

As parents become more and more time poor, the benefits a carrier can offer them are becoming an even more attractive proposition. Perhaps the most well-known advantage of babywearing is how it strengthens the bond between parent and baby, but the overall benefits go far beyond this, babywearing aids in baby’s development, both physically and emotionally. There are practical benefits too, parents or caregivers are able to be ‘hands-free’ while baby is in the carrier which allows them to navigate other tasks more easily, such as caring for another child, or maintaining their own needs.

Babywearing allows parents to more easily explore where strollers are rendered impractical, while babies get to discover their new world from the safety and comfort of their parents’ body. Another practical benefit is that many carriers allow breast/chestfeeding to be done on the go, and discreetly too, if parents want to be covered up. As an added bonus, breastmilk production is also boosted with close contact with baby.

We are also seeing a marked increase in popularity of hybrid products that renegotiate the question that many parents ask: ‘should I buy a wrap or carrier, or both?’.

What do you feel consumers are looking for with regard to baby carriers?

Supportive, Comfy and Cosy The Carramio from Clippasafe allows parents to keep baby close and snug with a carrier that’s as stylish as it is comfortable.

Designed to offer optimum comfort for baby and wearer, it features a lightweight, soft fabric lining to keep baby cool, with wide padded straps and lumbar support to spread the baby’s weight evenly across the wearer’s body. It also includes a detachable and washable dribble bib.

The Carramio is a two-way carrier, so as soon as babies can support the weight of their own heads (at around three months) they can then face outwards and enjoy watching the world go by.

The Carramio safely carries babies of 3.5kg to 9.0kg and meets UK & EU Safety Standards. It retails at £32.99 and is available in three colours – Black, Navy and Oatmeal.

A baby carrier having all the features parents are looking for is the highest motivating power for UK parents so it’s vital that retailers convey the key features of various models to their customers to help them decide which carrier is the best fit for their family. The option for baby to face outwards is growing in popularity, with 68% of UK parents stating that front facing outwards capability is a “must have” feature for a baby carrier. It is vital that retailers stock carriers that offer this position ergonomically, particularly as education around Developmental Dysplasia of the Hip (DDH) grows.

Comfort is the number one stated importance and second highest motivating power for parents meaning it should be high on retailers list of priorities when choosing which carriers to stock. Where consumers cannot try carriers on in-store it is important that retailers convey their comfort credentials in other ways such as video demos or Q&A sessions on social media. Breathability and airflow are becoming more and more important to consumers when choosing a carrier as innovation in this segment increases. Important for both keeping cool in warm weather, and to prevent overheating under layers in the winter, one in three parents rank “breathable” in their top three valued benefits of a baby carrier. Designed to be the most breathable carrier on the market, Ergobaby’s new Omni Breeze baby carrier provides parents with maximum air flow and maximum comfort.

What type of benefits are there for retailers who stock these products?

With 60% of UK parents owning at least one type of carrier, retailers can’t afford to miss out on this lucrative opportunity. As education around the benefits of babywearing grow, more and more parents see carriers as a must-have item.

www.clippasafe.co.uk nursery today

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Product Focus Mamas & Papas

Mamas & Papas

Launch Airo

Say hello to the Mamas & Papas brand new Airo pushchair, their most portable pushchair ever. It packs up tight and travels light.

In the car, on the plane or in your favourite coffee spot, getting out and about with baby is easier than ever with the brand’s lightest ever pushchair. The super-slim Airo will have you gliding through city streets and tight spaces, then folding it up quickly using just one hand when it’s time to travel or store it away at home. It’s so compact that it’ll tuck neatly into car boots and footwells, luggage racks and overhead compartments and can even be worn as a backpack when baby wants a toddle in the park.

Perfect from birth and for growing toddlers, the Airo’s seat sits fully upright so baby can watch the world without a fuss, then lies flat when its naptime. And with a snug liner, extra padding and luxurious fabric, those snoozes will be even cosier. When the sun shines the breathable fabric will keep baby nice and cool, and it’s even machine washable – so there’s no need to worry about spillages on-the-go. Other features include adjustable handle height positions, and easily adjustable straps with the quick 5-point harness.

Available with easy fit new-born pack (sold separately) To order the Airo, get in touch with Mamas & Papas using the details featured on this page: Now available in store and online.

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For further information contact: +44 (0) 7977 146567 airo@mamasandpapas.com www.mamasandpapas.com

Consumer insights:

FANFINDERS

“

legacy

“

The lockdown

While redecorating, new furniture and DIY projects have been rife throughout lockdown, what is interesting is that many parents anticipate investing more money in this area over the next 12 months.

image source pexels.com

In the last issue, FanFinders explored how parents’ shopping habits have changed a year into the pandemic. This month, they’re investigating how lifestyle attitudes have shifted.

H

ave you taken up DIY during lockdown? Or some other new hobby, or a new form of exercise? Have you realised you don’t need to travel or miss it more than ever? The pandemic has forced all of us to reflect on our lifestyles and consider what we value most.

Some changes have also been driven by circumstance. People may now need to be more savvy with their finances, have signed up to a new subscription service or become more comfortable with online deliveries.

To find out what behaviours and attitudes UK parents have picked up during the pandemic and how that may impact their spending over the coming months, we surveyed over 4,500 members in the Your Baby Club network.

Changing picture of ‘home’ Our homes have evolved into our offices, gyms and even cinemas during lockdown, and clear trends have emerged as a result.

One is that parents are willing to invest in improving their spaces – perhaps a natural outcome of spending a lot more time in them. While redecorating, new furniture and DIY projects have been rife throughout lockdown, what is interesting is that many parents anticipate investing more money in this area over the next 12 months.

60% of parents expect to spend more in the home and garden category, which as an increase, sits only behind baby products, toys and food shopping in anticipated spend for the year.

Further changes can be seen in how

parents are using their homes and interacting with family. 46% said they are now playing more traditional games as a family and 77% are cooking more homemade meals as a family than before the pandemic. As for keeping fit, 44% said they intend to continue with home workouts over the next year.

Evolving consumer attitudes Buying products that have less impact on the environment is becoming an important lifestyle choice for many parents, while the pandemic has also brought sustainability to the fore. 68% of parents said they plan on buying more from eco-friendly or sustainable brands in the coming months.

Another key shift is in consumer attitudes to subscriptions, regular online services and monthly product deliveries. These have become the norm for many during the pandemic and businesses have responded, realising their longer-term benefits.

Over the past year, 27% of parents signed up to a monthly product delivery and/or online services for the family. Beyond this, 66% said they will be signing up to at least one product and grocery delivery, online service, or discount and loyalty club, over the next year.

SUB HEAD: Impact on finances The pandemic and subsequent lockdowns have changed the financial landscape for many families, which means cutting back on spending in certain areas and taking a greater interest in forms of insurance.

For context, 69% of parents rated their

financial situation as ‘excellent or good’ pre-pandemic, but now, 36% say they are earning less than before it started and 11% say they or their partner have lost their jobs.

This has created some caution. 51% said they have to be careful with how they spend over the next year and 81% intend to cut down on luxury purchases.

Parents are also thinking more about security in case of future tumultuous periods. 63% will be setting up or contributing to a savings account over the next year, while 40% said they are now more interested in life insurance and other forms of financial protection.

Beyond the pandemic For parents who have been living online over the past year – 72% said they have been spending more time on social media than they did a few months ago – the activities they are looking forward to doing

after the pandemic are those which offer a social element.

Beauty therapy is high on the list, with 43% saying they want to visit the barber/ salon/nail bar. Then it’s heading straight for their favourite restaurant, with over 50% wanting to eat out regularly. For 49%, online shopping just isn’t quite the same as trying on and buying new outfits with a friend, and they can’t wait to shop in person.

However, one activity clearly leads the way, which is taking a family holiday (65%).

Pandemic restrictions and cancellations have not diminished appetite for postpandemic trips, with 51% of parents wanting to take a family holiday as soon as restrictions allow.

So, where are families heading? The answer is to beaches and all-inclusive resorts, but not too far from home. 60% of parents said they are most likely to travel in the UK, with 27% considering Europe.

FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. The ‘21 Insights’ report will be available soon to download at fanfinders.com/insights.

For more information on FanFinders and the consumer insight they can offer, call: 0203 808 3011 or visit www.fanfinders.com nursery today

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focus COMPACT FOLDS

Compact world Compact folds are here to stay and are a growing category within the wheeled sector.

P

arents are now very much onboard when it comes to compact folds. The desire for nursery products that are stylish yet practical has definitely been noted within Compact Folds and has now become an established product within many brand’s ranges who cater to the wheeled goods sector, and with many parents living urban lifestyles, compact folds, although not necessarily a new concept, have seen a leap in demand. This category continues to gain momentum with brands continuing to look at weight, size and overall ease of use.

We asked Ergobaby’s Marketing Manager Holly Brewer how these have positioned themselves as an option for consumers looking at wheeled goods. “The mistaken view that compact strollers are only useful as second strollers or for travel purposes etc. is slowly being overturned. Compact strollers

are the primary choice for many consumers with multiple benefits that outweigh the bulk, weight and inconvenience of full-size strollers, as well as their lower price point.”

Commented Holly. “Millennial parents are maintaining their active, experience-seeking lifestyles with baby in tow, and innovations in both comfort and convenience mean that a compact fold can help them achieve this without the need for compromise.

Parents are looking for a stroller that can go everywhere they go while still delivering all the comfort that their child deserves.”

Cybex’s General Manager, Luke Burns agrees stating “Traditionally compact folds have been used mainly for travel however, more recently, compact folds have become attractive to consumers as they’re both lighter and have smaller wheels than regular size pushchairs. They’re particularly attractive to consumers who are tight on storage

space at home, have a small car boot or travel frequently, therefore requiring the convenience of a compact fold. City centre living is also a factor, with many new parents opting for a handy, compact fold rather than a bigger, heavier frame, especially when they have a second child. There are many compact strollers that are now complete travel systems, and these are recommended and purchased as a viable alternative. For example our Eezy S Twist+2 can be easily attached to the CLOUD Z i-Size car seat and the Cot S, full size carry cot.”

What about brand names? We asked Joie’s Head of Product Development Damon Marriot why brand names appear to dominate this category. “For many consumers, the brand is a very important consideration.” Said Damon. “A reputable brand gives the consumer confidence on

Image courtesy

Bugaboo

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the quality and safety behind their new purchase so it is really important that brands build consumer trust in their products.” Luke agrees and commented “Trusted brands are particularly important when it comes to design and safety in this category, as consumers are often more inclined to purchase from a brand they have experienced for themselves and can rely on. As compact, lightweight strollers are often bought as a second stroller, there is a natural progression in the purchasing journey where parents will buy from a brand that they already know and love.”

With compact folds now being a considered purchase, are we experiencing a rise in online research within this category and a focus on social media content? We asked Anex Baby’s UK Area Sales Manager Max Zaporozhec for his thoughts. “There are thousands of searches for this category. We have found that many searches can often result in a shortlist of products but not always containing a full research on Individual features. We have put in place strong influencers with Anex to help with exposure. Retailers will benefit in big ways from this and the high quality materials we are able to produce for them. “ Compact Folds are a product category where we are experiencing continued growth and demand, with this in mind are brands continuing to focus on innovation?

“Brands are continuing to innovate as they introduce new compact fold products that meet the needs of today’s parents. At Cybex our R & D team works extremely hard to ensure that we continue to be leaders in the compact fold category. We recently launched our smallest stroller, the Libelle, one of the most compact, foldable strollers in the nursery market. In just seconds, it can be folded into an ultra-compact package that is small enough to fit into a bag, pop in the boot of any car, take on a plane or store away in an overhead compartment on a train. Weighing just 5.9kg, the Libelle can also be used as a travel system from birth when used with one of our award-winning infant car seats. “ Damon feels that this category will continue to evolve when we look at the ease of fold and weight. “Since this category is relatively fresh, we should see plenty of innovation over the coming years. Weight is incredibly important and so finding ways to shave off extra grams can tip the scales in a products favour. The design of the fold function can also have a big impact as smaller and more convenient folds provide real-world benefits to parents.”

Next level luxury

Adorra Luxe Whether on the way to a playdate, popping to the shops, picking their little one up from nursery or heading out of town for a weekend away, the Adorra Luxe offers parents and little ones complete comfort and luxury - at all times.

maxi-cosi.co.uk

For families on the move

focus COMPACT FOLDS

A recent addition to the Maxi-Cosi family is the ultra-compact and lightweight pushchair, Lara².

The helpful bee The Bee 6 is Bugaboo’s compact yet comfortable city pushchair perfect for urban living.

The Bee 6 folds effortlessly with one hand, so it’s easy to carry up and down stairs while safely holding your baby. Whenever you want to store it in your hallway or next to a table, the integrated self-stand will keep it neatly in place.

Its compact size helps you easily get in and out of public transport, which makes it the perfect choice for the hustle and bustle of the city.

uksales@bugaboo.com | www.bugaboo.com

Ideal for urban families who are always on the move and need that extra bit of space and convenience, parents can easily take their little ones with them wherever they go.

Lara² is suitable from birth to approximately 4 years old (22kg) and weighs just 6.3kg. It has a shoulder strap allowing it to be carried easily and also boasts an easy one-hand flash fold, meaning it can be opened or collapsed with minimal effort.

Not only does it feature three recline positions with lie flat for relaxing naps on the move, it also has two storage baskets so parents will always have everything to hand.

Made with premium, breathable mesh fabrics for a cool and comfortable ride for baby, Lara² is also compatible with selected Maxi-Cosi car seats to be used as a complete travel system.

sales@uk-dorel.com | www.maxi-cosi.co.uk

Packed with features Metro+ stroller is shaking up the compact stroller scene, Ergobaby’s latest innovation, the NEW Metro+ stroller has all the comfort of a full-size stroller in an ultra-compact design, making it the ideal fit for parents who do not want to sacrifice comfort for convenience.

Alongside previous fan-favourites, the Metro+ comes packed with a host of new features including car seat compatibility, an adjustable handlebar, even more cushy padding, near-flat recline, and yellow and rose colour-pop sunshades - making it the ultimate ultra-compact stroller for families on-the-go.

www.ergobaby.co.uk

r Luxury urban cruise a Globe!

Go global with the Ickle Bubb

s and unfolds -compact first-class traveller fold Designed for all journey’s, this ultra tly in overhead nea ts fi ser weighing just 6.4kg, that like a dream. A luxury urban crui . es, trains, and cars lockers making it perfect for plan Stroller or ; the Globe Stroller, the Globe Max ions opt dle bun e thre in Available Bubba Ickle the able from birth to 3 years. With the Globe Prime Stroller and suit the tube, o ont ping hop , taxi a for a drink, catching Globe, meeting up with friends world has never been easier. or flying to the other side of the

07960 402 663 Ian Hewitt - KAM Northern 07967 813852 rn.

Keith Belch - KAM Southe Web: www.icklebubba.com

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focus COMPACT FOLDS

Ultra compact Meet pact, a tidy tagalong that packs up in a split second With space and ease of use being a real concern for many parents, Joie has the answer with their Pact stroller!

Ultra-lightweight at just 6kg with a super compact fold, this stroller is perfect for when out and about. The one hand folding system allows parents to pack away in an instant and comes complete with an integral carry strap and a handy carry bag for easy transportation.

Pact is suitable from birth with a flat reclining seat and includes adapters to pair with Joie’s Gemm, i-Gemm, i-Snug and i-Level infant carriers. It also features a one-hand multi-position recline, height adjustable handle, padded soft 5-point harness, extending canopy, all round suspension, large shopping basket and rain cover.

01889 808 900 | uksales@joiebaby.com www.uk.joiebaby.com

Have a ‘goody’ year with Chicco New for 2021, Goody Plus is the compact, lightweight and premium stroller from Chicco with clever One Touch auto-closing and easy opening function.

Weighing just 7.2kg, Goody Plus is the ideal stroller for getting out and about with the whole family.

Suitable from birth up to 48 months (22kg), the stroller is designed with a spacious seat and padded backrest that can be adjusted to three different positions, allowing parents to find the best position for their little one. The stroller also features an adjustable five-point safety harness and a padded crotch strap for little one’s comfort and safety.

Goody Plus is available in a stylish Graphite or Cool Grey design, adding to its premium aesthetic.

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Striking gold

Introducing the GOLD Doona Car Seat, sure to add a touch of sparkle to the start of parenthood this season.

The multi-award-winning car seat is the perfect choice for any modern family and the latest design certainly won’t disappoint. With a sleek black hood and frame, the subtle touch of gold on the handlebars, is the answer for those who want fashion at their fingertips!

0161 702 5062 | sales@cuddleco.co.uk

Ride in style!

The ‘SOHO’ compact stroller has classic designs from Camo print to a Moroccan style.

These lightweight, compact strollers are perfect for mums that are always on the go.

Weighing just 6.2kg, and with a super easy 1-handed fold, you can put the Soho up, fold it down, and carry it with ease.

Fully equipped with padded adjustable leg rest, lockable and swivelling single front wheels, a handy shopping basket and super compact fold, the ‘SOHO’ travel stroller is ideal for trips out and won’t take up much space in the boot, perfect for parents on the go.

hello@mybabiie.com | www.mybabiie.com

New Hauck Runner 2

The perfect stroller to beat the lock down blues. Discover the outside world with our all-terrain stroller, the Hauck Runner 2.

Built to take on any terrain, this stroller will have you and your family enjoying those muddy walks like never before. It’s time to own those parks and country walks you’ve been putting off and experience the joy of the outdoors with your loved ones.

No matter if you want to go on a family trip, or on a shopping spree, the extra-large air wheels and suspension promise a bump-free ride. Even small curves have no chance against the lockable front wheel. On trips, the Runner 2 has a compact fold making it easier to load into the car. For your child to feel comfy from the beginning up to preschool age, this great capacity stroller features an XL seat with a lying position, as well as a big canopy with UPF 50+ protection that protects your child against the sun and rain.

focus COMPACT FOLDS

Making travelling easy with Joie

Host of cool features

Meet tourist, a tidy tagalong with an ultra-compact fold

This amazing super lightweight compact stroller features a whole host of cool features from soft padded seating for nap times and one-handed pushing, adjustable leg rest and large shopping basket. This street ready stroller is sure to help you when out and about.

Suitable from newborn until toddler age delivers on style, practicality and value.

01889 808 900 | uksales@joiebaby.com www.uk.joiebaby.com Designed to make travelling easy, tourist adds flash and function to everyday adventures. This stroller features an ultra-compact fold and packs away in an instant using Joie’s one-step, self-folding system.

The included easy one-click adapters allow 3in1 multi-mode compatibility so parents can pair with Joie’s gemm, i-Gemm, i-Snug and i-Level infant carriers or matching ramble carrycot (all available separately).

Tourist is packed with features including a multi-position recline with a lie flat mode for newborns, full size UPF50+ canopy with eyeshade visor, height adjustable push bar, removable fabric covered bumper bar, 2 position calf support, all wheel suspension and a full-size easy access shopping basket.

Weighing in at just under 6kg, this is one of the lightest fully featured strollers available and comes ready for travel with the included rain cover, custom carry strap and bag.

The Push Me Kwik, the new city busting stroller from Red Kite.

01454 326 555 | sales@redkitebaby.com

Perfect travel companion Light, compact and folds in seconds The LIBELLE from CYBEX is one of the smallest foldable strollers in the nursery market, and the perfect travel companion for day trips and longer journeys. In just seconds, it can be folded into an ultra-compact package that is small enough to fit into a bag, pop in the boot of any car or store away in an overhead compartment on a train.

Weighing just 5.9kg, the LIBELLE can also be used as a travel system from birth when used with any of CYBEX’s award-winning infant car seats. Available in five different colourways, the LIBELLE features infinite recline positions, an adjustable leg rest and smooth front-wheel suspension.

www.cybex-online.com

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Influencer customers

Leclerc Baby’s Influencer series is the trendsetter in the market.

The Influencer series is a combination of stunning colours, beautiful materials and a super comfortable one touch auto-fold mechanism. Availa ble in four trendy designs: Army green with champaign gold frame, Grey melange with black frame, Sand chocolate with champaign gold frame and Black brown with brown frame.

Call Gabriella Amodeo on 07949 995448 or email Gabriella@leclercbaby.com for more information.

www.Leclercbaby.com

Anex Air-X Toffee is here for you Anex Air-X in a new light. A Toffee one.

Hauck Swift X choose your style!

The new Hauck Swift X is the perfect city stroller for use at home, or on those long awaited trips away.

This colour will definitely make parenting sweeter. Just like candies make everything better, Air-X Toffee makes every family moment brighter.

Air-X is created for adventures. Short walks to the nearby park, urban strolls near cafes and skyscrapers, family vacations or cozy picnics — this stroller will be a reliable friend in all kinds of journeys. It’s fast and light, compact and functional. Perfect for those, who never slow down.

With UPF 50+ sun canopies, this mini stroller keeps little one protected wherever you are.

The SWIFT X design can be adapted to suit your mood and style, with 12 trendy hood designs available as additional options.

With the one handed autofold system, cabin suitable size when folded, the Swift X delivers style and convenience to you at all times. The seat had a lie flat position ensuring the perfect spot for daytime naps while out and about.

Web: www.anexbaby.com

www.hauckuk.com

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31

nursery matters JOHN BARKER Image source: pexels.com

Barking Mad With independent retailers being able to re-open this month, Pramland’s John Barker is feeling both apprehensive and optimistic. Here he shares his thoughts.

T

oday is Sunday the 11th April and tomorrow is a pretty big day for us us retailers. Tomorrow is the 12th April 2021 and it’s a day we have all been waiting for. I feel like a little kid the night before Christmas.

Patiently waiting for the big day to arrive, full of excitement and anticipation. Will there be a Millennium Falcon under the tree?

Have Mum & Dad managed to get me that Commodore Amiga Batman Pack I NEED? Tomorrow at 9:30 we’ll be opening our doors to the public for the first time since we entered Lockdown back in January. Despite every moan I have made about being closed and how trade has declined since the date of our re-opening was announced, now we are actually here, poised and ready to go, I feel apprehensive and a little gutted. It’s the oddest thing, it’s almost like I resent customers coming in to the store to shop. I can’t seem to understand why I feel this way but I do. I’m dreading the inevitable issues that will arise from re-opening, stock problems, arguments with people that have not booked an appointment for the first weekend and don’t understand

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why they can’t come in, having to control and stop people from walking around the store touching and licking everything in sight. I guess it boils down to the fact that I haven’t missed any of these things and now they will be back again I’m a little put off.

I’m sure after the first couple of days we’ll all be back in to the swing of things, but the adjustment from a clean, organised and quiet store to a full one will be so strange.

There’s also a level of anticipation for how well we’ll do. To hear the till ringing throughout the day, and to see the order book slowly (not too slowly hopefully) filling back up again will no doubt aid in my mental recovery. It’s just that we can’t guarantee what level of success we’ll see. Trying to forecast the next couple of months has been like a combination of pin the tail on the donkey and a countdown numbers round. We can look at

Tryin g to forecast the next couple of months has been like a combination of pin the tail on the donkey and a countdown numbers round. We can look at wh at we’d take on an average week or month, but this is no average week. I’ve assumed that we hit our average and anything over that is a huge and very welcome bonus.

john@pramland.co.uk

To hear the till ringing throughout the day, and to see the order book slowly (not too slowly hopefully) fillin g back up again will no doubt aid in my mental recovery.

for every brand over the past few what we’d take on an average week weeks (ok, so a chap with a boat or month, but this is no average decided to attempt a u-turn and week. I’ve assumed that we hit our messed that up a bit) but I’m just average and anything over that is a hoping that stock levels will be able huge and very welcome bonus. to cope with the demand. I am In preparation for tomorrow I having a startling number of thought it wise to have the team back in for the day. We’ve had lots of conversation with parents to be that are close to their due dates new products in the store during stock levels are looking fairly good and have not ordered their items. lockdown and we need to hit the but this could change if demand is Almost a week ago I spoke with a ground running with them come higher than anticipated and lady that was due in 33 days and tomorrow. Many of the ranges have especially if we all have “urgent” her appointment wasn’t until two seen colour changes and most customers. Something tells me weeks before her due date! I importantly a huge amount of the that the NSG could bring the understand we’ve been in stores items have seen price internet down from all the posts lockdown and we’ve all been increases over the past month or and stock that’s about to get closed but ladies are pregnant for two. It was lovely to have the team swapped. I have made it very clear nine months! They do have a finite back in store but it felt so odd to my entire team that if a period of time to consider their having other people there! At one customer visits and they want options. It’s not like we haven’t point I came through our something we cannot get, don’t been offering virtual appointments warehouse door back in to the take the order. Politely tell them to help them out. Yes, I understand showroom and it was so strange to that we cannot take their order as that people want to try items out hear people talking and to be we will be unable to complete it in and most people want to visit a confronted with people busy going the time they require. It makes store, but needs must and given about getting the store ready. zero sense to take an order the circumstances you’d have thought I touched on it above, but I am knowing you cannot complete it growing more concerned by the day they would have taken some steps to in time. The customer will tell you getting themselves sorted? that we are going to see a huge they are happy to wait and insist Having spoken with the majority influx of very expectant mothers. on placing the order, only for the Stock has DL B17B$SULOB B [ PPB&ODUD 2 SGI been slowly getting better of our brands I am confident that

week they are due to call you complaining the items are late.

We’ve seen it too many times and we won’t be falling in to that trap again. It’s very tempting to risk taking a big £1800 order you know may be later than required, the end result will be an £1800 refund and negative reviews on your Facebook page, and that is the last thing you need after the last 12 months.

So, despite all my concerns I would like to wish each and everyone of you the very best of luck for the coming weeks. You’ve all worked so hard to keep things going and now your hard work can finally reap you some rewards. GO GET ‘EM! Oh and don’t go blowing that HUGE re-start grant in one go!

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focus

INSIGHTS FAMILY

The digitisation of parenting This month, The Insights Family Founder & CEO Nick Richardson shares his views on digital influence on parents and parenting.

Nick Richardson

CEO - The Insights Family Nick is the Founder and CEO of The Insights Family. Our purpose is to provide kids, parents, and families with a voice to shape their world. The Insights Family are the global leader in kids, parents, and families market intelligence and have become the business-critical tool for some of the world’s biggest brands.

Nick himself has become a go-toexpert, who is a regular speaker at industry events across the US, Europe, and Asia-Pacific, with the business operating its Kids Insights and Parents Insights services across 17 countries.

Nick is a Manchester Metropolitan and University of Bolton graduate, and has previously worked in senior marketing and strategy roles for companies such as Exxon Mobil, Hilton Hotels and PennWell. Nick returned to Manchester in 2017 to setup The Insights Family.

Nick lives in South Manchester with his wife, one daughter and two dogs.

He is a keen tennis player, United fan, and a frustrated racing driver. He is a proud Mancunian and hopes one day to drive around the world.

About Insights Family Parent Insights has been totally refreshed for 2021 and now surveys parents of children between the ages of 1 and 16 in 13 countries (Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Russia, Spain, UK and US).

Parents Insights will now survey more than 2,600 parents every week totalling more than 130,000 per year, providing real-time data on the attitudes, behaviour and consumption patterns. Our realtime portal is continually updated to allow our clients to spot the latest trends before their competitors do.

For more information on Parents Insights, and to download their Future Forecast report visit www. parentsinsights.com/futureforecast or call 0330 159 6631.

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N

ew technological developments are rising, with a focus on consumer convenience. The smartphone has fundamentally shifted human interaction, but new developments in connected home technology have brought more convenience behind closed doors. In the UK, 29% of expecting parents use apps for information such as the latest news, or the weather forecast, and this number increases among younger parents.

In addition to apps, parents are gaining information from social media influencers too. Instagram is used as an information source by a quarter of UK parents overall, but its importance increases for younger generations. A third of millennial parents rely on the platform for parental advice, so we can assume that its influence will continue to grow with the next generation of parents.

Not only are parents using these platforms for educational purposes, they are sharing their journey also – which begins before the child is even born.

The trend of gender reveal parties in the UK increased by 23% during 2020, with social media posts on the topic increasing 12% over the same period. The visual nature of the reveal itself makes it an inherently sharable moment, especially considering the lack of physical contact on account of the pandemic – social media steps in to fill that gap.

As such, we have monitored an uptick in the use of platforms that facilitate group conversation, as opposed to just individual chats. Apps that facilitate group conversation saw a surge in our data amongst kids throughout the pandemic – not just to

contact their friends, but their extended family also. In the last year, there has been a +22% increase in the use of WhatsApp and a +28% increase for Facebook Messenger amongst 8-10 year olds in the UK. Facebook has responded to this increased consumption of group channels by creating Facebook Portal, a video calling product marketed directly at families to stay connected in the circumstances of 2020 and beyond.

As these platforms become embedded into the parental journey, an opportunity arises to include integrated shopping experiences, which recommend products to support them at various stages in their child’s development such as learning to walk, talk, and be potty trained. Social media platforms are primed for this trend, as influencers can tag products which can be purchased directly through the app, creating a seamless user experience. There has been an increase in the technological advancements in healthcare given to parents too, such as automated temperature control devices for nurseries, sleep monitoring, and smart cribs.

Even smart speakers, now a household staple for many families, enable ‘hands-free parenting’, as parents can multitask through voice control while taking care of their children. 45% of UK parents state that they own some sort of smart home device.

Connection with the family unit via wearable tech has additional implications for parents helping their children with health problems. The Apple Watch already has the functionality to send out alerts to family

members should the wearer have a seizure, plus there are speciality devices such as the K’Watch Glucose on the market for diabetic wearers. As time goes on, we are likely going to see brands looking to reward connected families for a happy and healthy lifestyle.

SUB HEAD: What this means to you…

Advancements in digital technology within the family unit will ultimately enable parents to have more visibility over their kids’ digital lives too, where their safety online has previously been a concern. Both YouTube and Spotify have already created kid-friendly versions of their applications, allowing for curated kids This shows how in an ever-changing landscape, brands need to understand which digital platforms their audiences and consumers are using.

Therefore, The Insights Family team of researchers, data scientists and developers have created the latest version of our platform, Portal 4.0, which will open more possibilities for brands. The new tools will enable brands to understand the attitudes, behaviours, and consumption patterns of kids, parents, and families.

Inside Portal 4.0 will be new data from Parents Insights, from surveying 176,800 parents of kids between the age of 1 and 16 in 17 countries.

To learn more about the attitudes, behaviour, and consumption patterns of kids, parents, and families, and to get freemium access to The Insights Family real-time data portal, please visit: www.try.theinsightsfamily.com/nurserytoday

The Insights Family survey 6,970 children aged 3-18 and 3,400 parents every week across 17 countries, equivalent to more than 362,100 kids and 176,800 parents a year. Not only do we take a global viewpoint, but also a regional, national, and local perspective, by surveying 21,300 kids and 10,400 parents across the UK each year.

• • • • • •

Grow-along wooden highchair from 6 months Usable from birth with Alpha Bouncer Sustainably Sourced European Beech Wood Height-adjustable seat and foot plate Stable & Secure Base to Support Your Little Ones Usable up to 90 kg

NEW ALPHA + HIGH CHAIR IN ROSE For more information, to arrange a visit from fro the team or to place order, contact the team by your ord emailing info@hauckuk.com.

RRP from

£84.95 Available from 2nd April

info@hauckuk.com | +44 (0) 1978 664 362 | www.hauck.de

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focus BEDSIDE CRIBS

focus BEDSIDE CRIBS

Dreamy sleep for baby The all new Hauck Face2Me delivers a dreamy sleep space for baby.

Bedside

sleeping

The Face2Me ensures parents can rem ain close throughout the night to aide bonding , and improve connectivity.

With 5 height adjustable positions, the Face2Me will comfortably fit beside most beds , and has the option of reflux tilt to aid babies com fort when most needed. Available in a new Mela nge Grey fabric, the Face2Me style will suit the trendiest of homes. Face2Me retails at just £159 can be ordered from your account manager now.

01978 664362 | info@hauckuk.com

Bedside cribs continue to see a huge level of demand, Nursery Today takes a closer look.

W

ith sleeptime causing anxiety among many parents, the introduction of the bedside crib has proven a hit with the consumer with these becoming a staple must have product.

We asked Green Sheep’s Brand Director, Mark Nichols why he thinks this is the case, for example, when we take a look at their SnüzPod. “In my opinion, and from personal experience with my daughter, it is because bedside cribs like SnüzPod offer parents the chance to capture those special bonding moments, while providing practical benefits such as ease of feeding and improved sleep throughout the night. SnüzPod4 has been a huge success, and continues to lead the way in the category it helped create.”

Shnuggle’s Co-Founder and CCO, Sinead Murphy commented that a core reason behind the success in this category is down to ease of use and help ease parental concerns during the night. “These products allow Mum to maximise precious rest in those early days as she doesn’t need to get up to take care of baby. Co-sleeping is not advised, but we know people do it – for ease of feeding, for keeping baby close and for baby’s comfort. Brands in recent years have created cribs designed to offer all the benefits of co sleeping, but in a safe way with

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baby kept in their own sleep space but close by.”

Mark further added that as a brand they had seen considerable growth sine launching, which demonstrates the popularity of bedside cribs: “SnüzPod is now in its 8th year and has increased in popularity by over 30% year-on-year. However, back when it launched in 2013, the bedside crib category didn’t really even exist. I think it’s fair to say they have now become the go-to purchase for many parents.”

We also asked Mark what he feels is really driving this category with regard tp growth? “There are a number of reasons for this. The category has organically grown and gathered momentum, thanks to the tried and trusted benefits of bedside cribs. As more and more parents buy into the category, trust and awareness levels increase.” Said Mark. “Another reason is the amount of promotional activity that we’ve seen, making it more accessible for parents. Finally, bedside cribs such as SnüzPod have been featured by a large number of high-profile celebs and influencers such as Vogue Williams and Ashley Banjo, further building awareness and trust.”

Sinead agrees stating: “Aesthetically, parents are opting for stylish pieces to complement their own interior design.

There is also a need for more and more

features to be included in the product to benefit baby, all the while keeping baby as close as possible. Social Media plays an integral part of the growth – what other mums are using, what the mumfluencers are recommending coupled with celebs are making aspirational.”

Sinead also feels that these are a considered purchase prior to birth commenting: “Parents are wanting to keep their babies in the same room as them for longer, so a first bed purchase is just as important as a pram or a cot. There is also a large percentage of parents who opt to purchase both a bedside crib and a moses basket. It’s hard to ignore the benefits of a moses basket.

Purchasing a bedside crib can often leave parents wondering what their options are for day naps and keeping baby close by no matter where they are in the home. They can also be easily transported when visiting family and friends (post lockdown).”

Are bedside cribs also assisting in ensuring that parent’s don’t co-sleep with their baby and are perhaps now better educated with regard to the dangers of doing so? “Bedside cribs allow parents to safely experience the benefits of being able to comfort their baby, feed easily, and bond, all while baby sleeps in their own independent space.” Said Mark. “The addition of the

updated crib standard BS EN 1130:2019 has also helped provide further guidance and rules to amplify this.”

As these are now a considered nursery purchase, what might parents look for when researching online? Endorsement according to Sinead is high on the list.”Parents still look for endorsement – whether that be celebrity, influencer, reviews or award panel endorsement, it just helps to make decision making that little bit easier.”

Comments Sinead. “Above all they are looking for safety, but there are other factors considered such as size, sturdiness, ease of use, range of features and mattress quality.

Breathability is also important. They often research relevant safety standards, testing and materials used which also play a part in their decision on which crib to purchase.”

Finally we also asked Mark if he felt we would see continued innovation and growth within this product category. “I think we’ll continue to see even more new competitors entering the category due to its popularity. I do believe that selected brands will continue to invest and create new ways to improve the experience for parents and offer value in return. I’d like to think that Snüz will be one of those brands!”

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roomie™ glide

soothe & glide side by side

Set the pace of baby’s late-night rock sessions with a smooth single-hand glide. Gently soothe your sleepy baby right into dreamland without leaving your own bed and lock the glide in place when the ride’s over.

Share the joy at joiebaby.com For more information and all sales enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com

scan to see me lift, lower and glide!

focus BEDSIDE CRIBS

Within arms reach

Offering parents peace of mind that baby is safely within arm’s reach, the Maxi-Cosi Iora offers a stylish, cosy and secure place of rest for little ones.

Boasting five height positions and an extra-comfo rtable mattress, this adjustable bedside sleeper is compatible with any bed. As baby grows, it can then also be used as a standalone cot for childr en weighing up to 9kg. Multi-functional and lightweight, Iora also folds right down and can be taken away in its handy included travel bag, mean ing that baby has a home from home on family trips too. Furthermore , the large under-cot storage basket can be used to keep all the essen tials to hand.

www.maxi-cosi.co.uk

Practical functionality The Nebula from Red Kite provides contemporary design.

The award-winning designed bedside crib for newborn babies shows both a modern and contemporary design and features practical functionality so ticks all boxes.

A stylish wood effect finish frame and soft dove grey fabrics ensure the Nebula will look fabulous in any home setting. Drop side features enable bedside sleeping which not only helps develop a strong bond with baby, but allows peace of mind knowing your baby is safely next to you.

01454 326 555 sales@redkitebaby.com

Dreams do come true!

Joie’s bedside crib is a dream come true - meet the roomie family 01889 808 900 | uksales@joiebaby.com The roomie and roomie glide give that side by side closeness without the worry, so you can enjoy every waking moment of those newborn nights, without losing sleep over whether they are snoozing safely. With its lightweight frame, roomie and roomie glide both feature a simple to use sliding side panel that lifts and lowers easily with just one hand, helping you to answer those midnight wake up calls smoothly.

Soothing your little one in the night is child’s play with the gentle gliding motions of roomie glide – and when they are settled, simply secure the glide into place with the one touch lock. With 10 tummy tilt positions, roomie and roomie glide incline helping your little one to comfortably digest their bedtime snack.

With 11 height adjustments, the roomie and roomie glide will fit almost any bed perfectly and the wheels will allow you to move it easily around. Both come with a comfortably cushioned, yet firm mattress that is mesh covered for ventilation.

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Forward thinking design SnüzPod4 promises the very best night’s sleep and meets new Safety Standards The forward-thinking re-design of the SnüzPod4 is bursting with innovative features, and is one of the first of its kind to be tested to meet the NEW Bedside Crib Safety Standard. A brand new ComfortAir system features unique surface-level airflow vents, an air-permeable mesh liner, and improved base ventilation, making SnüzPod4 even more breathable than before. Paired with an improved mattress, dual-view mesh windows, and a new zip-down wall for bedside use, Snüz has raised the bar once again.

SnüzPod4 has retained all the much-loved features, such as the lightweight removable bassinet and reflux incline, and the new design now fits more beds than any other bedside crib thanks to its new extended height feature.

Available in a new Rose White and Navy alongside the SnüzPod classics of Dove, White, and Natural.

01789734022 | trade@snuz.co.uk www.snuz.co.uk

focus BEDSIDE CRIBS

2in1 solution Kubbie sleep provides an innovative 2in1 solution as both a travel cot and a side-sleeper.

The simple strap and clip attachment connects the cot securely to parents bed and the side panel easily lowers at the push of a button.

This allows for safe co-sleeping and easy access to little ones, bringing many benefits to both baby and parents such as encouraging bonding and easier feeding. The side panel just as easily raises to serve as a normal bassinet for naptimes.

Unlike traditional bedside cribs, kubbie sleep can be used far beyond baby’s first few months. Simply zip off the bassinet and place the included mattress in the lower area, for sleep and playtime up to 15kgs (around 3 years old). Another key advantage over other bedside solutions is its travel capability - the quick and easy compact fold and carry bag allows for easy transportation, weighing in at just 9kgs!

01889 808 900 | uksales@joiebaby.com

A breath of Fresh Air The Shnuggle Air is the only bedside crib-tocot from birth to beyond.

The Shnuggle Air combines all the key features of baby’s first bed to provide a safe, close and cosy sleep space from birth, but is uniquely designed to grow with baby; converting to a stylish cot and extending the safety and comfort for toddlers up to approximately 2 years of age.

Designed with breathability at its core, the dual view, mesh sides help to maximise airflow as well as allowing parents to keep a watchful eye on baby and the airflow mattress has a hypo-allergenic fibre core. Extremely versatile, the Shnuggle Air has 7 height adjustments to fit most bed heights and a gentle incline option to help ease colic and reflux .

Helping to extend the life of the Crib, the Shnuggle Air Cot Extension Kit easily transforms to baby’s second bed with larger bed base and fabrics. The Air Cot retains all the safety, comfort and style of the crib, whilst helping to ease baby’s transition to a cot with a familiar and safe sleeping environment.

hello@shnuggle.co.uk | www.shnuggle.co.uk

Secure, stylish, safe Better sleep for them means better sleep for you!

That’s why both parent and baby can rest easier in Clair de Lune’s Award Winning Bedside Crib.

This Bedside Crib was the 2020 winner of Mother & ■ British Baby’s Gold Award for the Best Cot, Crib, or Moses Basket, and has a range of interesting, key features.

■ Safe Designed and crafted in Britain, Clair de Lune ■ Handmade have been making bedding and cribs for babies for over 75 years, and this crib contains all of their ■ Breathable Fabric expertise.

■ Stylish Crafted from natural, handwoven wicker, the Crib’s matching stand has 10 settings, so it’s the ■ Award Winning perfect height no matter the bed.

Its breathable mesh panel can be raised or dropped depending on what you need; for security when the crib stands alone, but allowing easy contact between parent and child when attached to a bed.

This crib creates a secure sleeping environment for newborns, meaning they can sleep at your side, in the comfort of their own space. This means you don’t have to compromise on peace of mind, safety, or security!

0161 491 9800 | sales@clair-de-lune.co.uk

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Did you know...

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new!

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Sponsored by

Healthy lighting

The brand that parents trust www.clippasafe.co.uk

NEW ClevaMama ClevaPure Himalayan Salt Lamp Humidifier & Night Light

Active Range For Busy Parents

NUPEAA proud to announce the new feeding range available to order now!

le Bottle Warmer Active by NUPEAA. It Introducing the world’s first wireless, self heating portab e and is compatible with most bottle heats a bottle in as little as 4 minutes anywhere, anytim brands on the market. rature every time, with 3 temperaThe Bottle Warmer Active heats liquid to the perfect tempe nts in the milk through an innovatively ture settings to choose from while preserving all nutrie designed antibacterial stainless steel heating plate. addition to any baby bag and a 6 Its compact, stylish and lightweight design makes a great on the go. parent any for t hour battery life once fully charged is perfec

01902 239 113 | hello@nupeaa.com |www.nupeaa.com

The New ClevaPure Himalayan Salt Lamp from ClevaMama is a nightlight, humidifier and aromatherapy diffuser all in one. Filled with authentic Himalayan salt crystals, the lamp emits a warm glow, providing a comforting sleep environment for baby.

Renowned for their sleep-assisting properties, the Himalayan salt crystals act as a natural air purifier, reducing symptoms of allergies and irritations which cause respiratory issues. The humidifier moistens the air, easing sore throats and sniffles, while adding a few drops of essential oil alleviates congestion, aiding sleep.

The ClevaPure Salt Lamp is whisper quiet for the nursery, with adjustable settings for light/mist levels.

Interested? Contact us at info@clevamama.com or call 00 353 18770724

Web: www.clevamama.com nursery today

41

focus NIGHT BEDSIDE LIGHTS CRIBS

Multi purpose lights

Tommee Tippee’s adorable Ollie and Pip Light and Sound Sleep Aids are the per fect choice for parents seeking a multi-purpose night light for their little one.

These cute owl and panda pals feature soft lights and soothing sounds to help baby sleep. The intelligent CrySensor technology responds to the sound of baby crying and respo nds with 20 minutes of lullabies and sounds.

The Sleep Aids also now come in a smaller size, with a handy fabric loop, so they can be attached to buggies and taken on the go! These Sleep Aids are available now at Baby Brand s Direct, a leading wholesaler of baby and nursery products.

0208 845 5000 | sales@babybrandsdirect.co.u k www.babybrandsdirect.co.uk

Lighting

the way Night lights have always been popular for parents looking for a soothing lighting solution for their little ones. Now, we are seeing the rise of the portable night light, with additional features included. Here we highlight a selection that are currently available to order now.

Twinkle, twinkle little lamb Little Chick London’s Twinkle Light Bedtime Soothers (available in Stars and Hearts) have been hugely successful.

The recent launch of its gorgeous new Little Lamb Deluxe version of this product has proved equally popular with new parents.

Gorgeously soft and the cutest little lamb design, makes this soothing product the perfect gift and promises to comfort baby to sleep. The toy lamb projects a coloured light show of soft lights, includes heartbeat white noise and a choice of 10 lullabies. The product attaches to the cot with hook & loop fastener and electronics are removable allowing the soft toy to be machine washable.

Available in pure white – the Little Chick London Deluxe Lamb is a great gifting and add on product for any retail outlet.

hello@littlechick.london 42

nursery today

Projecting light The Pabobo Underwater Whale Projector is Pabobo’s latest addition to its beautifully-designed Nightlight range.

Creating breathtaking animated shapes with waves and moving fishes, the projector benefits from three levels of light and soft lullaby music or white noise sounds to soothe little one to sleep.

Battery-operated and cordless, the projector can be placed anywhere. Thanks to its size, it can be easily packed for holidays or a weekend away, maintaining nighttime routines.

The soft plush material is easy to clean as the projector can be removed for washing. It’s also safe to use in bed as it works with cold LED lights that won’t heat up even under the bedding and turns off automatically after 25 minutes of projections, or 15 minutes of music.

www.Angelcarebaby.com

sweeT dreamS on a

Portable and lightweight Shnuggle Moonlight - The Nightlight For Night Feeding and Beyond Providing a comforting glow for those newborn night feeds to a soothing bedside light for your child as they grow, The Shnuggle Moonlight has a dual parent and child function and features a handy strap to easily carry around the home. Portable and lightweight, it also has a clever temperature sensing dock to help ensure the ideal room temperature and a sleep friendly soft glow.

In Parent Mode, Moonlight offers a choice of three perfectly soft, baby-safe brightness glows to feed, comfort and change baby through the night, anywhere in your home. A little nudge will activate Moonlight at the lowest brightness setting when baby wakens.

As baby grows, switch to Child Mode and Moonlight becomes the perfect night-time companion. A soothing bedside light to help promote sleep and a comforting light during little one’s late night bathroom trips. Just like in Parent Mode, a simple nudge will activate the light which glows at full brightness for twenty minutes before eventually fading to simulate sunset and providing a soft glow through the night.

hello@shnuggle.co.uk | www.shnuggle.com

CAlm ocEan The Calm Ocean Musical Projector This beautiful musical night light and projector is packed full of features to make it the perfect bedtime companion.

Two pre-set expert sleep cycles to calm a baby or to help soothe a restless child Animated marine projections float across the room to delight baby Choose between a soft lullaby or marine rhythms Cry sensor reactivates the projector if baby wakes and cries Removable projector is easily washable Doesn’t heat up, even under the sheets

Brought to you by

See the full Pabobo obo range at angelcarebaby angelcarebaby.com

Moonlight light up every step

Feedin Feeding light

Light up every step with Shnuggle Moonlight, the sleep friendly portable nightlight. With dual parent and child modes, a room temperature sensing dock and

Parent & e Child Mode

Portable & Rechargeable

unique design, Moonlight is a must have for all new parents.

Temperature sensing dock

Sleep friendly nightlight

shnuggle.com Contact sales@shnuggle.co.uk for more information

nursery today

43

RETAIL MATTERS

Retail matters

This month online4baby’s Managing Director, Christy Foster takes a look at life after Lockdown.

A

s we start to ease out of lockdown, things don’t feel all that different in the world

Meeting in person will always be important, but we have more video conferences than regular calls which I hope will stay around. It’s much easier to build a relationship when you can see and hear the person at the other end of the call. As we grow and grow our brand partnerships, a quick check in via

of business.

Most meetings are done remotely, our boardroom is booked out from 9am to 5pm, with Zoom being ever present. We still have the regular malfunctions with sound and video, usually fixed by our ever on hand Head of Meeting in person IT, much to his dismay at will always be our inadequacies of important, but we have “plugging it in” properly. more video conferences We’ve just been through than regular calls which a big recruitment drive I hope will stay around. and even though It’s much easier to build lockdown is nearing the a relationship when you end, we are are still can see and hear the interviewing through the person at the other various platforms out there before that final face to end of the call. face introduction. The poor interviewee that had video call is a great way to keep Peppa Pig streaming in the targets on track. background while her toddler Our new head office and remote demanded snacks - 12 months ago working means we can stay in touch may have horrified many employers, with the operational arm of our whereas now it is seen as a great ability to multi-task and juggle home business, even though they are only 15 mins down the road, a quick and work life as best as we can. teams call saves a lot of time and Working remotely, having very few face to face meetings in over 12 means we can function so much more efficiently, without losing that months, we all survived! It is personal face to face. definitely going to be the way The disappointing, although forward here at Online4baby.

“

“

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nursery today

understandable news the Harrogate Trade show has been postponed until October will be over 18months of no trade shows, baby shows or face to face events. From sourcing shows to consumer baby shows, the future of these events and how important online has become will be interesting to see in the future.

I do think that people’s work life balance has changed significantly over the last 12 months as we’ve adapted to the ever-changing environment and are not wanting to give up that precious time we’ve had with our children and loved ones, being more adaptive to work and how we approach things differently.

As we anniversary last year’s initial peak, we have been lucky to see such strong sales and although the birth rates suggest the baby boom we all hoped for hasn’t materialised, we are still seeing a strong growth across all categories as we surpass over 12 months of uncertainty. With the digital world striving forward, it’s so important to look at how we invest not only financials but also our time. We are currently recruiting

for a few marketing roles, focusing on driving our brand forward with our consumer.

As well as the rapid adoption of technology, COVID has helped remove the barrier to buying online giving a more physical experience without having to go into an actual store.

It has also accelerated a more community led mindset which has encouraged shopping with independents and localised spending i.e. people working from home are spending in their local area rather than city centres.

The future of the high street could be positive for independents in general. COVID has highlighted the flaws in the high street model and forced a change. This opens the door for new concepts and those previously priced out which will create a more diverse high street rather than the same faces as it is currently.

Many retailers are embracing and adapting to the changes in both how they engage with customers and its employees - here at Online4Baby this is definitely at the centre of our strategy for the future.

Sponsored by The brand that parents trust www.clippasafe.co.uk

Trikes away!

g trike.

Get ready to roll with Liki, the world’s most compact foldin

safe and have fun, as it The sleek urban design of the Liki Trike allows little ones to be and patented smallunique it’s With tics. elegantly combines functionality and aesthe . Liki allows button a of click the at unfolds and folds fold, the ingenious trike simply of your car and boot the in easily ts fi it as child their with tably comfor parents to travel even into the aeroplane’s over head storage.

0161 702 5062 | sales@cuddleco.co.uk

new!

Story Time with Animal Friends

Lesser and Pavey are delighted to launch a range of stools designed for younger members of the family.

This range of ‘Kids Stools’ come in 22 wonderful animal designs includin g a dinosaur, butterfly and bumblebee, with three stools featuring fur and velvet designs.

Whether it’s watching a movie or favourite TV show, reading a book or learning numbers, a youngster will find sitting on a friendly stool will make the whole experience so much fun.

01322 279225 | sales@leonardo.co.uk | www.leonardo.co.uk

Living the high life The Hauck Alpha+ continues it’s iconic status with the launch of 2 new colours, Rose & Charcoal.

Dreams are made of this Update to Dreamer Bedside Travel Crib from Red Kite.

Suitable from birth (with accessories) up to 90KGs the Alpha is designed with sustainability in mind, built with sustainably sourced european beech wood.

The Alpha range has compatible bouncers, cushions and comfort seat inserts to offer the right support from Baby to Adult ensuring you can remain in love with the chair for many years ahead.

RRP’s start at £84.95. Get in touch if you would like to learn more about the Iconic ALPHA+

info@hauckuk.com

The Dreamer Bedside Travel Crib is the new updated version of an old favourite but with the massive additional feature of including a drop side to allow for bedside safe sleeping.

The dropside means baby can co sleep next to parents allowing for strong bonds to develop and gives peace of mind to parents.

01454 326 555 sales@redkitebaby.com nursery today

45

BPA

notice board

Safety focus on cradles, swings and walkers The latest round of Coordinated Activities on the Safety of Products (CASP) has been launched and in 2021 is focussing on reclined cradles, baby swings and baby walkers within this sector. Funded by the European Commission, samples will be purchased from across Europe and tested at an accredited laboratory to ensure that the relevant safety

Baby boxes – have your say

Robert Anslow M anaging Director If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ bp-a .org wh o will add you to the databa se.

The draft of the safety standard for baby boxes has been completed and is due to be launched for first enquiry in April 2021. Members of the Baby Products Association with an interest that would like the opportunity to comment, please contact Julie Milne on 0845 456 9570 or email julie@b-p-a.org.

Furniture and Furnishings (Fire) (Safety) Regulations update

BSI Committee FW/6 Flammability performance and fire tests for furniture has its first meeting for some time in April 2021. This Committee is responsible for developing the safety standards that will underpin the revised Furniture and Furnishings (Fire) (Safety) Regulations. As reported previously, a new approach to these Regulations has been adopted by the Government department responsible for the Regulations; namely the Office for Product Safety and Standards (OPSS) and they will contain only the Essential Safety Requirements (ESR) with no prescribed process or test methods for meeting these. Whilst these ESRs have not yet been finalised or published for public consultation, a draft paper has been submitted by OPSS to FW/6 for consideration, although no decision has yet been reached with regard to the inclusion or exclusion of baby products.

We will keep members informed as information becomes available.

Dutch trade association – Baby En Kleutervak – closes after 56 years

www.b-p-a.org

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nursery today

The VBKV was set up in 1965, an association between manufacturers and importers of childcare articles with the initial aim to organise their own trade fair. In the mid-1990s the association launched ‘Product of the Year’ which went on to become the ‘Baby Innovation Awards’. In 2014, with lack of

standard is met. Failures will be recorded and the details published in a report, due to be published in mid-2022, however, enforcement action by the relevant authority will be taken immediately and we can therefore expect to see a number of recalls and RAPEX notifications for these products in particular over the coming months.

interest in a dedicated show of their own, partly with the global scope of Kind + Jugend in Cologne, the trade association decided to focus on product safety, health and market development for products. To achieve a more EU-wide vision it joined the European Nursery Products Confederation in Brussels (of which the UK’s Baby Products Association is also a member).

Regrettably, the interest in VBKV’s activities has steadily diminished in recent years and the association was no longer able to find sufficient support in the administrative field. Finally, with no new board candidates coming forward, it was agreed to close the association at the end of March 2021.

Commission launches European Innovation Council

In March, the European Commission launched the European Innovation Council (EIC) with a budget of over €10 billion for 2021-2027 to develop and expand breakthrough innovations.

Building on a successful pilot programme under Horizon 2020, the new EIC is not only a novelty of Horizon Europe, but it is also unique in the world.

It combines research on emerging technologies with an accelerator programme and a dedicated equity fund, the European Innovation Council Fund, to scale up innovative start-ups and small and medium-sized businesses (SMEs). Around €3 billion of EIC’s budget will go towards the EIC fund.

Furthermore, the first annual work programme of the EIC is published, opening funding opportunities worth over €1.5 billion in 2021. At the same time, two prizes for Women Innovators and the European Capital of Innovations are open for applications.

Do you have an innovative product idea?

The Baby Products Association has announced that its 2021 Concept &

Innovation Awards are now open and anyone with an exciting new baby product invention is invited to submit entries.

Anyone with an interesting and unique baby product idea can enter – this could be from companies already working in the sector, mumpreneurs (or dadpreneurs!), to college and university students – the only criteria is that the product must not be launched into the market place prior to October 2021.

More information and entry forms are available to download from the website at www.b-p-a.org – the deadline to submit entries is 12 noon on 17th August 2021.

See us in Harrogate in October 2021

Due to uncertainty surrounding the Covid pandemic, the UK’s only baby trade show, Harrogate International Nursery Fair has moved its event to 17th to 19th October 2021 at the Harrogate Convention Centre. With restricted international travel and the opportunity to attend trade shows further afield this year highly unlikely, Harrogate will be more important than ever for companies in the nursery industry. It will provide the unprecedented opportunity to present new and refreshed product launches to the retail sector and buyers the chance to see, feel and discuss ranges face-to-face. The Baby Products Association team looks forward to attending the event and meeting members and industry colleagues for the first time in almost two years. If you are an association member, don’t forget that you will receive a discounted rate to exhibit at the show. For more information visit www.nurseryfair.com

Buyersdirectory Textiles

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Ambassador Textiles are a major supplier to the nursery manufacturing industry, stocking an extensive range of top-quality baby care fabrics in popular pastel colours:• • • • •

Soft & Cuddly Velboa and Dimple Cotton Waffle & Cotton Interlock Moisture Absorbing Bamboo Towelling and Woven Towelling Lightweight Polycotton Walm & Versatile Anti-Pil Fleece

Our Anti-Pil Fleece range boasts over 50 colourways in pastels and brights. We can manufacture to order Fleece Blankets in cot, pram & picnic basket sizes

www.ambassador-textiles.co.uk View the full range or contact a member of our sales team +44 (0)161 624 4167

info@ambassador-textiles.co.uk

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